10 Marketing Strategies In The Philippines (2023)

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March 2, 2023

Marketing is a vital component of any business, and in today’s world, it’s more important than ever to have a solid marketing strategy. The Philippines is a country with a population of over 113 million people, which is a gold mine for local and offshore businesses.

And, as businesses become increasingly globalized, it is essential to have a solid marketing strategy that will reach your target market.

marketing strategy for SMEs

This is especially true in the Philippines, where there’s a growing middle class with more disposable income.

To help you navigate the complex world of marketing in PH, we’ve put together this article about marketing strategies anyone can use in 2023.


Word-of-mouth marketing, although not as “cool” or as elegant as the other strategies mentioned in this article, is still one of the most cost-effective strategies that a business can use.

Filipinos value recommendations from friends and family, and they often rely on word-of-mouth when making purchasing decisions.

In fact, 92% of consumers say they trust recommendations from friends and family more than any other type of advertising. To harness the power of this marketing strategy, encourage satisfied customers to leave reviews on your Google My Business listing, Facebook page, or other online platforms you have.

Businesses can also offer incentives like discounts or coupons when they refer a friend or family member.

Businesses can create loyalty programs that give customers rewards for continued patronage. By creating positive experiences for your customers and encouraging them to spread the word, you can increase your brand’s visibility and attract new customers.

Social Media Marketing

Social media marketing is one of the best marketing strategies in the Philippines. Filipinos are among the most active social media users in the world, with over 92.05 million users in 2022. By creating engaging social media content and interacting with your followers, one can build brand awareness, increase customer engagement, and ultimately drive sales.

social media advert
For as little as PhP600 and the right targeting, you can reach over 43,000 Facebook users.

There are many different social media platforms that one can use for your marketing campaign, but some of the most popular ones in the Philippines are Facebook, Instagram, Twitter, YouTube, and more recently, TikTok.

However, simply creating social media accounts isn’t enough—you need to actively engage with your audience by posting interesting and relevant content on a regular basis. You should also respond quickly to any questions or concerns that customers post on your social media pages.

Search Engine Optimization

While Social Media Marketing is focused on social media platforms, Search engine optimization (SEO), on the other hand, is the process of optimizing your website to rank higher in search engine results pages like Google or Bing.

In the Philippines, Google is the dominant search engine, with over 95% of the market share as of January 2023. Optimizing your website for relevant keywords and improving your website’s user experience can increase your website’s visibility and drive organic traffic.

SEO is one of the best marketing strategies out there.

There are many different SEO strategies that one can use, but some of the most effective ones include keyword research, backlinking, and creating quality content.

Higher rankings mean more visibility for the website, which can lead to more traffic and sales for the business. SEO is a long-term strategy that needs to be continuously worked on to see results and ideally needs to be run alongside other short-term strategies like social media marketing or PPC ads.

PPC (Pay-Per-Click) Advertisements

PPC advertising is a cost-effective way to gain the attention of your target audience in the Philippines. Google Ads and Facebook Ads are two of the most popular platforms for PPC advertising in the country. By targeting specific keywords and demographics, one can reach potential customers and drive traffic to your website.

With PPC ads, businesses can aim for potential customers based on factors like location, age, gender, interests, and much more. Then, when they see your ad, they’re more likely to click through to your website and learn more about what you have to offer. You only pay when someone clicks on your ad, hence the name “pay-per-click.”

Content Marketing

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

At our agency, YQ Digital, this has been one of the most used strategies, and the best one by far.

blog post for trailblazer
Content marketing is one of our agency’s greatest strategies.

This could include blog posts, infographics, videos, eBooks, or anything else that would be valuable to your target market. By creating high-quality content that benefits your target audience, businesses can increase brand awareness, establish themselves as industry experts, and drive traffic to their websites.

Broadcast Advertising

Broadcast advertising covers television and radio commercials. This is a more traditional way of marketing, but it’s still effective today—especially if you’re targeting a mass audience.

Keep in mind, however, that broadcast advertising can be quite expensive, so it might not be suitable for small businesses with limited budgets. If you decide to go with broadcast advertising, make sure to create an impactful advert that will seize attention and leave a lasting impression on viewers.

Print Advertising

Print advertising is another traditional marketing strategy that involves promoting your business through print media, such as newspapers, flyers, and magazines.

This type of advertising can be effective if you target specific publications that are read by your target audience. While it may not be as effective as digital marketing strategies, it can still be a useful way to reach older demographics who may not be as active on social media.

Network Marketing

Network marketing—also known as affiliate marketing—is a type of marketing where businesses reward or incentivize affiliates (which can be individuals or companies) for each new customer they bring in through their own marketing efforts.

affiliate program for our online course
One of our training courses has an affiliate program with a 15% commission for every referral. This has resulted in over 80+ enrollments.

These partners then promote your products or services within their network in exchange for a commission on every sale they generate. This is a great way to reach new audiences without having to spend a lot of money on advertising

For example, if the affiliate has a blog about travel in Southeast Asia and they include links to hotels and resorts in the Philippines, any time someone clicks on one of those links and makes a booking, they will earn a commission from the hotel. By leveraging the networks of others, you can increase your brand’s reach and drive sales.

Be careful when implementing this marketing strategy, however, as this can lead to spam. You don’t want your business shoved into people’s faces 24/7!

E-mail Marketing

E-mail marketing is a strategy that involves sending promotional e-mails to your subscribers. By providing valuable content and promotions to your subscribers, you can increase customer engagement, drive sales, and build brand loyalty.

email marketing results
A single email resulted in $350 in sales.

This is also a great way to stay in touch with your customers and keep them updated on what’s new with your business— and it’s relatively cheap compared to other forms of marketing, such as television commercials or print advertisements.

For example, if you own a travel agency, you could send e-mails with special travel deals or tips on planning the perfect vacation. As long as people actually want what you’re sending them, e-mail marketing can be very effective.  

Mobile Marketing

Mobile marketing in the Philippines is a popular and effective marketing strategy due to the country’s high mobile phone penetration rate. According to a 2023 report by Data Reportal, there are 168.3 million mobile connections in the Philippines, which translates to a penetration rate of 144.5 percent of the total population.

GCash SMS blast
GCash sends SMS marketing messages from time to time.

Some popular mobile marketing tactics in the Philippines include:

  • SMS Marketing: Sending text messages to a list of subscribers is a popular way to reach customers. Companies can use SMS marketing to send short-term promotional offers, product updates, or event invitations.

  • Mobile Apps: Developing a mobile app is another way to reach customers on their mobile phones. Companies can use mobile apps to offer discounts, loyalty programs, and other exclusive offers to their customers.

We Hope This Article about Marketing Strategy in the Philippines Gave You A Eureka Moment.

A solid marketing strategy is holistic.

Marketing in the Philippines requires a deep understanding of the market and a willingness to adapt to the changing landscape.

While each of these marketing strategies can be effective on its own, a holistic approach that combines multiple strategies is often the most effective. By using a combination of these strategies and adapting your approach based on your target audience and business goals, you can create a solid marketing strategy that drives results.

About the author 

Yesh Quijano

Yesh Quijano is an entrepreneur and digital marketer who's been in the game for over 11 years. He started several businesses and helped countless others reach new heights. His goal is to make digital marketing for SMEs simple, accessible, and effective. When he's not working, you can find him cuddling with his two cats.

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